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Perhaps the biggest strategic purpose of customer service is creating customer loyalty.

Have you ever owned a dog? I had a golden retriever named Charlie. This picture is Charlie's great grandpuppy, with my granddaughter. The look of loyalty in his face as he peers at a confident child makes my heart feel pretty darn good.

That's what loyalty does. It makes us feel good. It makes us feel like we're really in a relationship, that we matter.

Customer loyalty is grounded in feelings that may very well include love. The result? A customer whose referrals, relationships and retention will help make your bottom line better.

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Author

Dee Dee has helped create and coach "customer care" programs and cultures for healthcare, government, travel, financial services, plumbing, retail, publishing, automotive and entire communities. She has been published nationally on customer service, and has created her own research and experience-based training materials to make her training real and incredibly effective.